The pandemic scenario has made every past B2B marketing strategy a prologue as businesses these
days are reinventing tactics to address the uncertain landscapes. However, account-based
marketing is perhaps the only one that’s still standing strong. ABM is seemingly playing its
strong role at a time when hyper-personalized marketing has become the only rescue for reducing
the sales cycle. It’s significantly helping marketers to cater their marketing efforts with
respect to their target profile’s immediate requirements, pain points, and more…
The 2020 State of ABM Report already showed that “94.2% of respondents now have an active ABM
program (up from 77% in 2019) with mature ABM programs now accounting for 79% of all sales
opportunities (vs. inbound/outbound, etc.)” Such compelling stats definitely intensifies the
need to consider the most effective ABM
strategies . Specifically, those designed by expert sales intelligence experts and
leverages actionable account maps of prospect companies.
What’s in that? It enables businesses to implement and execute ABM at scale while leaning in
with a more relevant and collaborative interaction with target profiles. Further, the actionable
insights available in these accounts maps enables marketers to portray their relevant offerings
& their USPs with context to respective prospect’s immediate requirements.
Besides, gone are the days when marketing used to be the single and major challenge for
marketers. Today, they need to identify and resolve every struggle that prospects are dealing
with while buying. By utilizing a ‘customized organization chart for any company based on the
target profile’ marketers can now resolve the above. Further, they can also create the most
appropriate & iterative messaging tactics for better reach-out. After all, when ABM leverages
account maps, marketers can quickly identify decision-makers and influencers, ‘map the
references and pain point indicators on top of the organization charts.’
Enhanced collaboration in-between sales and marketing teams and better themes and campaign
creation for faster deal closures are some of the other aspects delivered by new-age ABM
strategies combined with account maps. In fact, it works with inside sales to generate leads
using the contacts. Even the sales team can make use of such connections to ensure continuous
conversation with the target profile. Marketers can also ‘track the movement within the account
from getting connected to moving to a warm stage till the sale's closure and even beyond that
for account mining.’
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